Washingtonpost.com Launches Trade Ad Campaign

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Sensing that the timing is right to promote the powers of online advertising, washingtonpost.com launched a campaign this week to promote its national audience to advertisers.

The campaign, handled by Fahey-Davidson of Washington, is running in industry trade publications such as Adweek, Ad Age, and Mediaweek. Washingtonpost.Newsweek Interactive CEO Chris Schroeder said not all advertisers know about the massive at-work audience that news Web sites such as washingtonpost.com can deliver. He also said significant wind has come back into advertising during the first quarter.

The print ads tout washingtonpost.com’s national audience, pointing out that 80% of visitors come from outside the D.C. area. The ads also push these impressive statistics: 73% of visitors are college graduates, 39% make or influence business purchases, and 49% have household incomes over $75,000.

Schroeder said washingtonpost.com’s current advertising mix is probably 60% local and 40% national. The site hopes the campaign, which will include some direct mail pieces to the advertising community, will attract more national ads. Schroeder said he spends at least a third of his time communicating with advertising agencies.

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